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"Brand Product Matrix" Essays and Research Papers

Ansoff matrix
The Ansoff product/ market matrix is a tool that helps businesses decide their product and market growth strategy.
Ansoff’s product/ market matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets.
The traditional four box grid or matrix Ansoff model
Alternative Ansoff style matrix
A revised version of the Ansoff matrix featuring a 3×3 or nine box grid or matrix.
History – The Product / Market Matrix
Igor...

marketing strategy will yield more consumers. There are different forms of marketing a product or service in the public; there is marketing through advertisement in television, movies and print ads. According to the American Marketing Association, marketing is the process wherein the people involved with the products and services plans and executes the concepts, prices, promotion, and distribution of the products and services in order to develop exchanges that will satisfy both the consumers and the...

ANSOFF’S MATRIXProduct and Growth Matrix
Ansoff’s Matrix
• Developed by Igor Ansoff
• Explains different growth strategies for a company via
existing products and new products, and in existing
markets and new markets
• Used after having the SWOT Analysis
• Suggests for possible strategies: Market Penetration,
Market Development, Product Development and
Diversification
Existing Products
New Products
Established
Market
Market
Penetration
Product
Development
New...

﻿1． What are the four product growth strategies according to the Ansoff matrix? Critically evaluate each of them with an appropriate example of each.
Answer1:
(1) Product strategies for growth: a useful way of looking at growth opportunities is offered by the Ansoff Matrix as it is a practical framework for thinking about how growth can be achieved through product strategy. It comprises four general approaches to sales growth: market penetration/expansion, product development, market development...

4
Clarification to the Ansoff product-market matrix Ford Falcon example
The Ansoff product-marketmatrix shows different ways organisations can achieve growth. Some of the
important messages from this model are that:
Market penetration should be the main initial focus for all organisations, that is, making sure that
current resources are being most effectively employed and ensuring that the organisation is doing the
best it possibly can with its current products/services and customers.
Once...

Ansoff's Product/Market Matrix
This well known marketing tool was first published in the Harvard Business Review (1957) in an article called 'Strategies for Diversification'. It is used by marketers who have objectives for growth. Ansoff's matrix offers strategic choices to achieve the objectives. There are four main categories for selection.
Introduction:
The Ansoff matrix presents the product and market choices available to an organization. Herein markets may be defined as customers, and products...

3. The Ansoff Matrix
Ansoff (1957) designed a framework called Ansoff Matrix. This strategy helps identifying corporate growth opportunities, also analysing companies based on market, product with possible growth opportunities which can be established by merging current and new products.
Ansoff identifies four generic growth strategies, these are:
1. Market Penetration – tool used to increase organisations share in the market with its current product line.
2. Market development...

Assignment title:
ANSOFF MATRIX
08/04/2015
Tanju Colak
AccountID:
70446465
1
Tanju Colak (70446465) – Betriebswirtschaftliche und volkswirtschaftliche Grundlagen
1. Introduction
In 2003, the author Lynch suggested that the Ansoff Matrix describes the market and
product choices available to a company. In this context products may be determined as
items sold to customers and markets as customers. In some cases, the Ansoff Matrix is
also defined as the market and productmatrix. With the help of this...

Ansoff Matrix of Virgin Groups, McDonald’s and eBay
Introduction
Ansoff Matrix was introduced by Igor Ansoff, a Russian-born pioneer of strategic management and corporate planning. He was also the strategist who first identified the fact that competitive advantage in the market was vital in the element of planning process (2001).
Ansoff matrix helps to define two vital factors for marketing: what is sold and who it is sold to. Therefore, it pertains on the products...

﻿GROWTH STRATEGIES
Ansoff Matrix - 4 STRATEGIES FOR GROWTH
The Ansoff Growth matrix is a tool that helps businesses decide theirproduct and market growth strategy.
Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets. The output from the Ansoff product/market matrix is a series of suggested growth strategies for the business and helps them decide what direction the business wants to take...

Tesco was basically a UK based supermarket which has expanded itself to several countries, personal finance, internet shopping and product and services. They now have 923 stores all over the world. They believe that the increasing sales and purchase in the global market forms a significant part in its growth.
(http://www.globalsources.com/PEC/PROFILES/TESCO.HTM) accessed on 28 Nov 2010
They are the world’s leading retailers, They have a well established strategies on which they work, which constitute...

will find it hard to enter the online market and compete with them.
Ansoff Matrix
Introduction
The Ansoff Growth matrix is a tool that helps businesses decides their product and market growth strategy.
Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets.
The output from the Ansoff product/market matrix is a series of suggested growth strategies that set the direction for the business...

marketing techniques used to market products in Barclays Plc and in Diabetes UK as well as their main activities.
(1a)BARCLAYS PLC
Sector by activity
Barclays is a global profit making service provider that offers retail and commercial banking,corporate and investment banking,credit cards,wealth and investment management to over 50 countries worldwide.
(1b) DIABETES UK
Sector by activity
Diabetes UK is the largest charity organisation in the UK that provides products and services such as retirement...

soff's
ansoff product-market matrix
The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options:
[pic]
Each of these strategic options holds different opportunities and downsides for different organizations, so what is right for one business won't necessarily...

defending a firm's product position. "The main reason why companies must continually develop new products is becauseproducts have life cycle", (Bittel, 1980). Just as operation managers must be prepared to develop new products, they must also be prepared to develop strategies for both new and existing products. First and foremost, before proceeding into the product life cycle strategies, lets define what a product life cycle is. According to Griffin and Ebert (2002), a product life cycle is a series...

the Ansoff Product-Market Growth Matrix is an instrument in marketing that was developed by Igor Ansoff. In the Ansoffmatrix, it allows the marketers to look at different ways to grow the business through existing products and markets and new products and markets. Moreover, the matrix is composed of four various strategies:
- Market Penetration- market penetration is composed of existing products and markets, it occurs when an organisation enters an existing market with current products and services...

﻿
Church’s Chicken is a quick service restaurant located in Trinidad, under the umbrella of Global Brands Limited (GBL), a company with corporate
owned restaurants in several locations in the Caribbean. GBL also represent leading brands such as Rituals Coffee House, Donut Boys, Pizza Boys, Vie de France, Wok 'n' Roll and the VIP Flyers' Lounge. At most locations in Trinidad the same building or location is used to house Rituals Coffee House, Donut boys, Pizza Boys and Church’s Chicken. As well...

Marketing management
Introduction to Samsung
Samsung Company is a producer of electronic products which was started in the year 1938 in Korea. It was first started as Samsung General Stores” selling cheap TV’s and other small electronics with high discounts. Many efforts were made by Samsung to develop the overseas market of their products. After undertaking many innovative and efficient ideologies Samsung today became a group of companies which is constantly raising their challenges to the...

a certain product in their organisation. The business which I chose was Nike as I believe they would demonstrate good quality in theirproducts. One aspect I will focus on is their footwear as they are commonly used by their target market. In addition, I will also be talking about how Nike use their techniques to market their products and why their brand helps them. Another organisation I chose was Sainsbury’s which, I will be focusing on their clothing and the quality of their products. As with the...

﻿ANSOFF MATRIX MARKETING STRATEGY
The Ansoff Product-Market Growth Matrix is a marketing tool created by Igor Ansoff. The Ansoff matrix is a marketing tool that allows marketers to consider ways to grow business via existing and/or new products in existing and/or new markets. The ansoff matrix helps companies decide what course of action should be taken given current performance. The Ansoff's matrix provides a very simple but very effective focus for considering different options for growth, and...

known to drive product and marketing innovation, which in turn prompts them into adopting different organisational strategies, based on theproducts they sell and markets they target (Ansoff, 1984).
The Ansoff Matrix, developed by Igor Ansoff in 1957 highlights four major strategic options (Figure 1) through which an organisation could adapt its new or existing products into a new or existing marketplace. The matrix is employed by businesses in decision-making processes surrounding product offerings...

﻿A company that is seeking to identify growth opportunities for its products can utilize the Ansoff Matrix to help it identify appropriate opportunities for growth and expansion.
Assuming the role of a marketing manager, use the Ansoff Matrix to identify growth opportunities that would be suited to a local company of your choice.
K.C. Confectionery Limited is one of the largest confectioners in the Caribbean region. Its headquarters are based in Trinidad and Tobago, at Couva. This company targets...

collection of businesses and products that make up the company. The best business portfolio is one that fits the company's strengths and helps exploit the most attractive opportunities.
Therefore the company must:
(1) Analyse its current business portfolio and decide which businesses should receive more or less investment, and
(2) Develop growth strategies for adding new products and businesses to the portfolio, whilst at the same time deciding when products and businesses should no longer...

around the world trade up from economy to mainstream and premium brands
SABMiller’s current strategic position has provided us with a clear picture of the opportunities and challenges it face in its’ business environment. But Stake holder expectations, the core competences and market reality does not match, which will create a dilemma for SABMiller. There is a set of choices available to SABMiller. They are (1) Consolidation (2) Product Development (3) Market Development (4) Diversification and (5)...

this is a non-profit company as at the end of the day it is providing a service. Marketing is finding ways to provide products or services to customers through advertising and promotion. Organizations set up a list of marketing objectives to which they hope to achieve by a certain time goal. Marketing objectives are goals which are set up by the business when promoting its products or service to customers. Tesco’s marketing objectives are offering customers the best value for money at the most competitive...

P1: Describe how marketing techniques are used to market products in two organisations.
In the assignment I am going to describe how marketing techniques such as branding, relationship marketing and growth matrix are being used by Kellogg’s and diesel. There are so many different types of methods that are being used in marketing to make your business becoming more successful. The first one is branding, branding is a very important part of marketing because this tells the consumers who owns...

delivering value of a product or service to customers, for the purpose of selling the product or service and to manage and build the customer relationships in different ways that benefit the entire organization” (Kotler, Philip & Keller, 2012). Moreover, it constitutes a critical business function for attracting customers and building a strong relationship with them.
In this report, I will discuss briefly the three main marketing tools which are SWOT analysis, BCG Matrix, and Ansoff Matrix. These tools...

INTRODUCTION:
This essay is going to analyse and discuss the various marketing tools- also referred as strategic management tools. I’ll be discussing Ansoff matrix and SWOT analysis just to demonstrate the competitive advantage and the strategies involved in making the Strategic business unit successful in its market sector.
I’m taking BHARTI AIRTEL LIMITED , an Indian multinational telecommunications...

Ansoff matrix framework provides four basic directions for a firm to decide on its strategic directions and option. Using the Ansoffmatrix, we will explore the strategic directions that Bollard can consider during his period at the helm of Marks and Spencer plc.
From the Ansoff matrix, Marks and Spencer plc had already previously demonstrated a few strategic directions. Product development was shown back in year 2000 when they introduced a joint venture with designer Davies to bring in brand Per Una...

education for children thrilling and fun so they created a place for children to be educated while having fun.
What is marketing? Marketing is about businesses that produce products or services to focus on satisfying the needs and want of a consumer, For Jaguar it is about the promotion, distribution and selling of a product or service, based on the needs and wants of customers which is quoted on their website presentation.
Marketing objectives
Marketing objectives is when a business such as...

medical system and industrial product.
The analysis of the internal structures and culture of Canon was carried out by using the McKinsey’s 7S model and SWOT framework to analyse the companies internal capabilities.
This strategic framework is divided into 2 parts. The first part focuses on the analysis of internal structures and culture of Canon. The McKinsey’s 7S model and SWOT framework are used in this section for the analysis. The second part relies on Ansoff matrix to assess the overseas growth...

marketing techniques used in marketing the products, and evaluate the effectiveness of the techniques used in marketing products in the organisation “Apple”
Apple:
Apple is a multination corporation that designs and sells consumer electronics, computer software and personal computers.
In regards to marketing strategies that Apple use, the Ansoff matrix shows they would defiantly be using Product Development, as they are always trying to introduce new products into the already existing market of technology...

is the main competitor of Woolworths. As Australian supermarket is in the growth stage in product life cycle, Woolworths Supermarket has to evaluate new strategy to maintain its marketing leadership position, such as improve its logical and costumer service efficiency by technology and innovation development. Woolworths has kept the leader position in Australia for more than 80 years, so it has a famous brand recognition, which means it has a strong market force. However, Woolworths’s debt also increase...

Lack of Interest in Research Development and Innovation 8
Marketing Blunders Affecting Brand Image 9
Lack of First Mover Advantage and Increasing Competition 9
REPORT TO THE BOARD OF DIRECTORS 10
BIBLIOGRAPHY 12
Executive Summary
This report mainly aims to identify the business level and the growth strategies of LG, with the Bowman strategy clock and Ansoff growth matrix.
BIBLIOGRAPHY
Liu K W (2008), KFC in China – Secret Recipe for Success, John Wiley...

Case study: Ovelle pharmaceuticals
Question 1:
The company ovelle was founded in 1934 in Dundalk. This Irish family business is specialized in the production of dermatological, pharmaceutical and beauty products. The granddaughter of the founder, "Joanna Gardiner" took over the company in 2000. At that time the company had few Difficulties. She had financial difficulties and was sterile in terms of innovation. Now after Joanna’s work we will diagnostic the situation of the company. For this we...

US market by utilizing its existence from early 70’s and thus has the poor market share of 11% relative to the top 3 competitors within the industry. The strategic opportunity is to increase the market share from 11.6% to 20% by 2001 by creating a product differentiation advantage. Through the acquisition of a technologically advanced company, Volvo will be able to gain competitive advantage in the industry. Volvo has not been able to grow their market share above 12% since they entered the US market...

appropriate future strategy for bILL Company
Ansoff’s matrix is method that BILL can identify opportunities to develop and improveproduct range. There are three types of strategies that BILL Company can follow. “They are substantive growth through product development, market development, vertical integration and diversification, limited growth strategy through market penetration or market development and retrenchment”.
BILL company should use Ansoff’s matrix because it is very useful for considering different...

(BCG) proposed a model named the “Growth-Share Matrix” - a portfolio-management tool that can be used to classify the product portfolio of an organisation. The model compares two variables: the market growth and the market share of a product, and provides a two-dimensional matrix within which are four categories that a product will fall into depending on its position in the marketplace; ‘Star’, ‘Cash Cow’, ‘Dog’ &amp; ‘Question Mark’.
(BCG Matrix Guide, 2010)
2010
The initial advantage to...

Use appropriate tools to develop strategic options for an organization
Ansoff Matrix:
The Ansoff Growth matrix is marketing planning tool that helps a business determine its product and market growth strategy.
Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets.
The output from the Ansoff product/market matrix is a series of suggested growth strategies which set the direction for the business...

adapt to the changing world of technology which opportunity was promptly grabbed by its current and emerging competitors like HP, Sony, Lenexa, Apple and others. They quickly managed to reap the benefits of the fast growing market for technological products like PCs and notebooks.
• Direct Sales Channel- Dell has proved to be extremely successful at coming up with a very efficient and smart supply chain, by making its customers able to place orders for their PCs online, through e commerce. Dell used...

similar to that of Ansoff’s Growth Matrix. The matrix suggests that a business’ attempts to grow depending on whether it markets new/existing products in new/existing markets. This can be done using; Market Penetration, Market Development, Product Development and Diversification. Looking at Daft’s current 2007 position Market Development and Product Development seem to be part of Daft’s overall business strategy.
Product Development aims to introduce new products into existing markets. (website)...

Boston Consulting group which is a concept of time based competition” (Grant 2010) or as Harvard business review called it “Fast Fashion”. (Ghemwat et al, 2006).
By mapping Zara’s competitors against the performance characteristics of competing products on a Value curve framework this concept was design by Kim and Renee Mauborgne (Graham, et al 2004)
“Value Curves are a graphic depiction of how customers perceive competitors relative performance across the critical success factor” (Johnson, er...

Competitive strategy of ECCO:
Basis of competitive strategy:
Bases of competitive advantages:
Cost efficiency
Automated the shoemaking process as much as possible
Adjusted production capacity and reduced cost during economic downturn
Uniqueness in product
BIOM: Revolutionary running shoe in market based on natural movements of the body  Very well received, will add new models
Increased revenue for company
Uniqueness in process
Developed technology, brought in assembly lines and introduced robot technology...

expectations. Students might also be expected to consider the organisations responses to the challenges faced.
Q2 Strategy approaches – it would be expected that students might use a model like the Ansoff matrix to discuss the strategies adopted (market penetration, market development, product development, diversification). Students might go on to discuss strategies such as alliances, joint ventures, mergers, acquisitions, etc. Students might discuss Porter’s generic strategies. The overall discussion...

Starbucks
Ansoff Matrix
Market Penetration | Product Development |
Market Development | Diversification |
Starbucks have achieved market penetration by promoting its products in many ways. Their promotion allows Starbucks product to be known all around the US. They are constantly improving their products and making new coffee flavors to give the consumers different choices at he moment of ordering. Their USP, which is quality, makes the costumer’s loyalty to the brand to increase therefore...

﻿Recommended Marketing Mix (30 marks)
– Product, Price, Placement, Promotion (plus 3Ps of services marketing if appropriate)
– Promotion section to include CSR / branding / communication strategies e.g. advertising, PR, word of mouth, online marketing etc.
Product
In order to achieve a competitive advantage when entering the Chinese market, one of the ways to achieve this is can either be through a differentiation or cost leadership strategy (Porter, 1980). In the case for SKYY Vodka we recommend...

Ansoff Matrix was first published in the Harvard Business Review in 1957, is a tool that helps businesses decide their product and market growth strategy. Ansoff Matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets. The four different growth strategies which are market penetration, product development, market development and diversification set the direction for the business strategy.
There are three types of strategies...

Explain how the ‘Ansoff matrix’ can be applied to help develop strategic marketing options for an enterprise. What other analytical tools and techniques can be employed to develop alternative marketing strategies?
Table of contents
1. Introduction
2. The Ansoff Matrix
3. Market Penetration
4. Product Development
5. Market Development
6. Diversification
7. Limitations of the Ansoff matrix
8. Other analytical tools and techniques
9. Conclusion
...

Welcome
The Ansoff Matrix
(Also Known as the
Product Market Expansion Grid,
the Growth Vector Matrix
and the Product Market Matrix)
Brief History
H. Igor Ansoff first published the now well-known growth vector matrix or product-market matrix in the Harvard Business Review in the Sept/Oct edition of 1957. The matrix also appeared in the book written later by Ansoff and published in 1965 – Corporate Strategy. Although this matrix was published a long time ago, it still remains...

Ansoff Matrix
Ansoff’s Matrix: A method by which businesses can classify their strategies for expansion. It includes; Market Penetration, Product Development, Market Development and Diversification.
Market penetration
Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets.
Market penetration seeks to achieve four main objectives:
• Maintain or increase the market share of current products – this can be achieved...

and improve quality and productivity.
The global trend towards premium brands makes the industry attractive as it is the fastest growing in the global beer market. In order for SABMiller to compete on a global front, they had built a portfolio of international brands. A new programme was developed to refine SABMiller’s capabilities. This allowed them to establish common techniques and disciplines for releasing premium brands in new markets and it is now being applied globally. After establishing...

Sept. 2009
NGFL WALES BUSINESS STUDIES A LEVEL
RESOURCES.
Page 1
The Ansoff Matrix
Specification requirement -The AnsoffMatrix – marketing strategies with differing
degrees of risk.
The Ansoff Matrix approaches product mix
or portfolio management from a different
point of view to Product Life Cycle Analysis
and the Boston Matrix. Instead of focusing
on profitability or sales, the Ansoff Matrix
outlines the options open to firms if they
wish to grow, improve profitability and
...

Growing a business by developing products and markets
Ansoff's Product/Market MatrixProduct Market Current New Current New
Market penetration Market development
New product development Diversification
Expansion
Beiersdorf has expanded in each possible direction. ◗ Market penetration is demonstrated by NIVEA Lip Care products, which have been extended with new variants. The latest of these (Pearl and Shine) became the market leader in 2003. ◗ An example of product development is Visage Soft...

ANSOFF MATRIX
To analyse the marketing strategies of H&amp;M we are using the Ansoff Matrix. It is a tool that helps businesses decides their product and market growth strategy (Jobber and Fahy, 2003). Ansoff matrix consists of product development (Selling new products to existing customers), market penetration (Selling more of the same to the same types of people), market development (Selling the existing products to new types of consumer) and diversification (Selling new products to new consumer)...

Mari Gas field near Daharki. In 1965 Esso started manufacturing and marketing fertilizers and established a full-fledgedmarketing organization which undertook agronomic programs to educate the farmers of Pakistan. As the nation’s first fertilizer brand, Engro (then Esso) helped modernize traditionalfarming practices. In 1971, Esso Pakistan Fertilizer Company Limited became Exxon Chemical Pakistan Limited and then later Engro Chemical Pakistan Limited as a result of the most successful employee buy-out...

competition with quality competitors like Peacock, Matalan etc. They are offering cheap products as well and growing at tremendous speed, threatening position of Primark. Most of Primark customers are switching to rivals because of their quality products and good marketing strategies which Primark lacks. Marks and Spencer, the biggest rival of Primark has very extensive marketing strategies with strong brand portfolio. They do advertisement on almost every media available; while Primark do not use...